The Truth About Black Friday Sales

If you've been saving up for Black Friday sales, you might be disappointed to learn the prices you'll wait in line for this week are almost exactly what you spotted in stores last year. According to a new analysis from NerdWallet, most stores' biggest sales are leftovers from last year's ads, with 95 percent of retailers repeating identical deals. NerdWallet analyzed 21 Black Friday advertisements and found 20 retailers listed at least one product for the exact same price this year as they did in last year's ads. What's perhaps even more grating is that several retailers Black Friday deals aren't any less expensive than offers extended earlier this month: Sears and Sam's Club, for example, both list Black Friday prices that match ads from earlier in November. "This is the fourth year we've conducted this analysis, and we're still seeing repetitive deals every year," NerdWallet shopping manager Katrina Chan said in a press release. "Just because a retailer promotes a certain product as a deal [doesn't mean] consumers shouldn't take that at face value. Shoppers still have to do their homework early." For example, Southern department store Belk is offering at least 80 identical deals to last year's

If you've been saving up for Black Friday sales, you might be disappointed to learn the prices you'll wait in line for this week are almost exactly what you spotted in stores last year. According to a new analysis from NerdWallet, most stores' biggest sales are leftovers from last year's ads, with 95 percent of retailers repeating identical deals.

NerdWallet analyzed 21 Black Friday advertisements and found 20 retailers listed at least one product for the exact same price this year as they did in last year's ads. What's perhaps even more grating is that several retailers Black Friday deals aren't any less expensive than offers extended earlier this month: Sears and Sam's Club, for example, both list Black Friday prices that match ads from earlier in November.

"This is the fourth year we've conducted this analysis, and we're still seeing repetitive deals every year," NerdWallet shopping manager Katrina Chan said in a press release. "Just because a retailer promotes a certain product as a deal [doesn't mean] consumers shouldn't take that at face value. Shoppers still have to do their homework early."

For example, Southern department store Belk is offering at least 80 identical deals to last year's savings, while Macy's is plugging a Samsonite carry-on bag for $99.99—which is 55 cents more than what it offered the luggage for on Veterans Day.

"It's important for shoppers to ignore the Black Friday percent-off claims, as it's very likely that the advertised amount of the discounts may be inflated," Chan said. "Instead, shoppers should look at the sale price of the item and determine if it's a price they're willing to pay."

Not only that, but some Black Friday prices may be more expensive than on other days of the year, the analysis found. At Staples, for example, you will find a Brother brand laser printer for $79.99. Last year, the office supply store offered the exact same model for just $49.99—and earlier this month, listed it on sale for $59.99. At Macy's, a Chloe brand velvet sofa that sold for $499 last year will be offered for $599 this year.

Despite retailers' repeat and poor pricing performances, 76 percent of American adults say they plan to shop on either Thanksgiving or Black Friday, according to the survey results. And they'll spend an average of 4.5 hours doing online or in stores snagging deals. NerdWallet's survey found the average American plans to spend 20 percent more this year on holiday gifts than they did last year.

"It appears that Americans are splurging a little more when buying holiday gifts this year," said Chan. "One could attribute this to a lower unemployment rate compared to last year. What's also interesting to note is that while consumers may be comfortable spending more, they're doing so responsibly and plan to pay off their purchases quickly."

Do you plan on shopping this Black Friday? If so, how will you make sure you snag the best deals?